The day-to-day life of a marketer is busy. You spend numerous hours making sure that each small and equally important part of the overall marketing plan is managed, tracked, and analyzed for success. With such a jam-packed, detailed process, marketers everywhere are embracing the new, revolutionary approach: Agile Marketing. Join Pardot Evangelist Mathew Sweezey, as he explores this brand new approach to marketing in depth, and find out how you can apply it to your marketing process and save your sanity.
4. Old Research Lifecycle
I
need
more
Trade
informa,on.
I’ll
Call
Publica,on
Them
There
were
very
few
sources
of
Marke,ng
Funnel
informa,on
–
Mostly
Controlled
by
you
5. Old Research Lifecycle
I
need
more
Trade
informa,on.
I’ll
Call
Publica,on
Them
There
were
very
few
sources
of
Marke,ng
Funnel
informa,on
–
Mostly
Controlled
by
you
6. Modern Research Lifecycle
I’ll
ask
TwiKer
I’ll
ask
Linkedin
I
read
a
blog
Google
Stage
1
Now
there
are
unlimited
entry
Stage
2
points
to
your
marke,ng.
You
control
very
few
Stage
3
of
theme
MQL
7. Agile
• Works for multi-channel
multi-touch campaigns
• Built for engagement
marketing
Fast and
Nimble
15. How to get to Done Quicker!
User Stories
I first went to Google and
searched for “Agile Marketing” then
I found this Paid Search Ad for a
eBook
Then I went to the
site and watched a
webiar……..
Small Bites
22. Agile Content Marketing
R2D2
Says:
001100110010110101
01
0100
001
10!
AD:
White
paper
on
Marke,ng
Transla,on:
Stages
–
DL
first
3
pages
Now
you
get
it!
23. How To:
1. Create Topic
2. Create Cover Page
AD:
White
paper
on
Marke,ng
3. Write 2 pages Stages
–
DL
first
3
pages
4. Buy Ad
5. Advertise “Pre Release”
6. Drive to Form
7. See how popular the
download is
8. Evaluate next steps
24. Agile Drips
Create 3
R2D2
Says:
00
00111
drip emails
0101
0100
001
10
first. Run
1111!
them then
look at
Transla,on:
results to
GENIUS!
create the
next set of
3.
25. How To:
1. Determine Goal Create 3
2. Use Excel to Document drip emails
first. Run
3. Get 3 pieces of them then
content look at
4. Write 3 emails results to
5. Add members to create the
campaign next set of
3.
6. Test and Evaluate next
steps
26. Agile Lead Gen Example
of
Agile
Marke,ng
Lead
Genera,on
Campaign
R2D2
Says:
0100
001
10!
I’m
Looking
for
Marke,ng
Automa,on
Transla,on:
Team
Work!
Inbound:
Op,mize
for
mul,ple
entry
points
Introduce
Tweet:
From
Buzz
Drive
them
them
to
a
Team
in
response
to
form
group
in
which
will
Linkedin
add
them
to
a
nurturing
campaign
27. How To: Example
of
Agile
Marke,ng
Lead
Genera,on
Campaign
1. Listen
2. Create many different
I’m
Looking
for
entry points Marke,ng
Automa,on
3. Know where to drive
them to
4. Respond via Twitter
Inbound:
Op,mize
for
mul,ple
entry
points
5. Drive them to a
landing page with form
Introduce
Tweet:
From
Buzz
Drive
them
them
to
a
Team
in
response
to
form
group
in
which
will
Linkedin
add
them
to
a
nurturing
campaign